Research On The Content Development Of Pear Video Under The Background Of New Internet News Management Rules

Pear video was put on the line in November 2016,is the ex-CEO Qiu Bing founded after resigning.As the first information short video platform in China,Pear video completed two rounds of financing in one year,but was ordered to rectified after 6 months because of the qualification issue.The development history of Pear video is very representative in the information short video industry of China.This research explores the content development of Pear video from five aspects: the operation circumstance,the strategy of content operation,the impact of the new regulations of Internet news management,the user analysis and the innovation path of content operation.Through the analysis of the background environment of the information short video industry of China and the performance of popular information short video products in the market,we found that the industry environment is conducive to the development of Pear video,thus Pear video has a great advantage in the competition.However,with the influx of a large number of products,the market becomes saturated.While embracing the opportunities,Pear video also faces many challenges.The biggest challenge is how to seize the unique content of the ecological niche to compress and analysis.In terms of content operation,the author found that Pear video has the four features in content operation strategy:1.The Precise Positioning,to create the ideal product;2.Twenty-eight combines with the long tail,choose reasonable content;3.UGC combines with PGC,high quality and high output;4.Grasp the features of platform accurately,to achieve differentiated operation.Pear video always put the users first and strictly control the important link of content locating,content product,content distribut,and enhance the users' experience,which is the key to the success of Pear video.In order to study whether the new regulation of Internet news management has an impact on Pear video,the author compares the content,the strategy of content operation and operation data before and after the rectification.After analysis,it is found that breaking news is only a forum.It did not affect the overall pattern of Pear video that the breaking news was off the shelf.According to the data,after the rectification Pear video is still rank first in the industry,but it still loss a small part of the users because of the sudden transition.After that,the author conducted a questionnaire survey on users.Then found that rectification didn't cause much impact on users and the content has always been the key to attract users.According to the impact of the rectification to Pear video,the development of Pear video still exists crisis,and the biggest crisis is the loss of customers because the sudden change caused the reducing of content and quality.However,it still has much room to develop in terms of life,entertainment and knowledge forum.The authhor also found Pear video has problems in brand exposure and low traffic of its own platform.Combined with the previous analysis,the author concluded that the main problems of the development of Pear video are: no news related qualifications;serious homogenization of information content;and users are shunted by powerful social media.According to the investigation of users and the related successful cases both domestic and overseas,the author puts forward 4 optimize strategies for the content operation of Pear video.1.Fully excavates the deep content and highlight the content value.Including fight for news editing and reporting qualifications,dig knowledge and other promising content areas,to create content IP;2.Shape the brand image and protect the video copyright.Mainly to enhance the spread of brand's image and influence;3.Enrich the platform function and explore strategies of distributing content on social platforms.Including to complete the incentive system of user contributions,and enhance the social function of the platform,innovate distribution model;4.Improve the industry rules,innovate the profit model.As the leader of the industry,Pear video should set out to create new rules and new mode of realization and promote the innovation and development of the information short video industry.Although there are many defects in Pear video,it is undeniable that encounter with such large change of policy,Pear video's strength should not be underestimated because it didn't be affected much.Other information platform should draw on the success of Pear video.Next,in order to become the largest integrated information short video distribution platform,Pear video should also improve the pattern.